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IndyCar officials hope live streaming can help bring new fans to the series. Photo by LAT PHOTOGRAPHIC

IndyCar's challenge: Figure out how to attract the next generation of fans

Live streaming, other non-traditional delivery of the sport is key

January 31, 2018

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Since auto racing began in the late 19th century, the lure has always pitted “Man versus Machine” in a high-speed pursuit that included more than its share of danger and risk. But as the automotive industry moves closer to autonomous and driver-assisted vehicles, it creates a much-debated dilemma for auto racing as it tries to attract a generation so fickle.

Nobody, it seems, really knows how to attract the millennials.

IndyCar president of competition and operations Jay Frye thinks it a multi-layered issued. He believes the packaging of auto racing can attract millennials through streaming and virtual technology. But as far as the competition on the race track, Frye believes the key is attracting the generation before the millennials, known as Generation X.

“The Millennials could care less about cars but the generation before them is really into cars,” Frye told Autoweek. “So, let’s get that generation interested in what we are doing first.”

And Frye believes the hero to this message is a popular self-made television personality who isn’t afraid to get his hands dirty in the production of his television show.

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“Mike Rowe, the ‘Dirty Jobs’ guy, talks about how vocational schools are gone,” Frye said. “I had friends back in high school that went to a vocational school in the morning and came back to the regular school in the afternoon. They were learning how to be welders and learn a trade so when they came out of high school they could get a job.

“College is not for everybody and that is what Mike Rowe is saying. We need to glamorize jobs where you get your hands dirty, like welding and vocational skills.”

So, if auto racing can connect with Generation X to come to the track, and then appeal to the millennials with streaming videos, it can continue a pipeline of fans that will support auto racing on a large scale into the future.

At least it sounds good in theory.

IndyCar CEO Mark Miles is negotiating a television package that will include streaming rights in some form. While the live events will remain on linear broadcast television, there is room for compelling packaged content to be streamed.

“The whole thing that is fluid is what role streaming will do on our new broadcast package,” Frye said. “You have your broadcast rights and your digital rights. Under our current arrangement, when we streamed, we were limited where we could do it, too. If anything was live, we couldn’t do it.

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“All the sponsors are still used to paying based off television ratings. You are graded on ratings. That system is antiquated but it’s what we’ve got for return on investment.

“Millennials understand 100 percent you have to have sponsors to operate. They get that. They don’t want to be sold, though. It has to be authentic. They don’t want it in their face.”

Miles and Frye both believe if they can somehow introduce the millennials to the Verizon IndyCar Series through digital platforms and get them to the race track, the interest in live on-site entertainment will be organic.

“We’ve got some great teams, some great drivers, some new entries coming in and that is exciting,” Frye said. “Dallara has been very busy with some new car opportunities and at this level that hasn’t happened in a while. All indicators are really good right now for our future.”

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When team owner Bobby Rahal was a race driver, television was the most important way to attract an audience. Today, he believes auto racing has to be creative in appealing to a new audience.

“It’s clear that in this world the conventional TV is on its last legs,” Rahal said. “The digital world is taking over. You will always have television but the impact of it will be less. I think Mark Miles knows what is going on out there and he is pretty intelligent about it.

“IndyCar has that sweet spot right now where we have the ability to go in whatever direction we want where other series have long-term deals they are stuck with. Everybody is looking at their cell phone and iPad as much as they are looking on the TV. I think the future is pretty exciting and we can expand our audience and have a good deal.”